(Almost) Everything you Missed at SMW NYC

Social Media Week New York was a whirlwind of excitement with all Official Events under one roof for the first time. Though it would be impossible to dive into every single incredible event from the week, we will try to outline some of our more memorable moments (for our short list, check out our CULTURALIST Top 10 here).

We kicked things off at our VIP Opening Night Party nomming on Chipotle chips and locally grown appetizers from Wholefoods. This party certainly helped get things started on the right foot, showcasing some of the awesome installations on the ground floor at Campus at Highline Stages.

Campus buzzed with excitement on Tuesday morning about hearing BuzzFeed’s Jonah Peretti interviewed by Social Media Week’s Executive Director, Toby Daniels. Percolate packed the house, sharing seven useful tools for content marketers and Refinery29 dished on how to make money through digital publishing platforms. For attendees in regulated industries, Pzifer and Liveworld discussed the nuances of connecting to customers within the restraints of their industry. Tuesday evening ended with a panel on Startups To Watch, where 10 companies showcased their value propositions.

betaworks CEO, John Bothwork, discussed the betaworks approach to product creation on Wednesday morning, and Eli Pariser of Upworthy made an announcement (you won’t believe what happened next!). Next, leaders in the non-profit tech world inspired us with the ways that technology can be leveraged for the good of society. Steve Case, founder and CEO of venture firm Revolution, was interviewed about the industries most ready for disruption, and Merck tackled innovation in health. Tech in Motion hosted a fashion show of wearable tech. Though we might be biased, one of our favorite Wednesday events was the launch of our book, “On! The Future of Now,” whose profits will go toward the amazing work happening through charity: water to increase global access to clean drinking water.

Halfway through the week on Thursday morning, Lisa Gansky, Robin Chase, and Seth Godin shared with us the value the can be created simply by connecting people and their resources to one another. In a three-hour track they brought together some of the leading minds creating value through collaboration. Unmetric quizzed everyone on their brand knowledge, while Cindy Gallop hosted a three-hour panel about Changing the World Through Sex. MKG led a discussion on mobile innovation, and our evening ended with a screening of the documentary, WEB.

Nokia announced Friday that they would be powering the live camera-feed broadcasting Fabien Cousteau’s record-breaking expedition, Mission 31, in real time. Planet Earth always fascinated us, so we can’t wait be a part of this ocean adventure! Then, Spotify brought together an incredible lineup from the music industry to discuss the future of music, and The Huffington Post explored new definitions of success at The Third Metric. MRPR looked at the ways millennials are changing the landscape of the Internet.

And throughout all week, we were in and out of Nokia’s NOWStudio, making awesome short-form videos, visiting 140 Proof to get our social portraits, getting glammed up for Leica’s close-up, and checking out the other installations throughout Campus.

Our Closing Party hosted by Nokia MixRadio did not disappoint with a great acoustic performance by husband-wife duo, JOHNNYSWIM, DJ Sean Glass, followed by a performance from The White Panda. Between booze sponsors keeping us in the proper spirits and music to dance to, the closing party really was the only proper way to end another epic Social Media Week. And if you missed out on anything, be sure to check out the sessions on Livestream and make sure it doesn’t happen again! See you in 2015!

Never Stop Learning: 10 Masterclasses You Can’t Miss

Gandhi said, “Live as if you were to die tomorrow. Learn as if you were to live forever.”

And we think it’s a good rule for life and business. Which is why we started bringing hands-on, practical classes to Social Media Week. This year, we’re giving you even more opportunities to leave SMW14 with practical skills that will advance your career or bolster your personal goals. These are ten you can’t miss next week:

  1. Navigating Internet Subcultures: Reddit, Tumblr, Snapchat, and Twitter
    If you want to get in, you got to be friends with the band. And the band so to speak of the Internet are the subcultures of Reddit, Tumblr, Snapchat, and Twitter. These subcultures can be some of the best sources of inspiration for real-time social media posts — but you need to understand them first. In this Masterclass, you’ll get the unwritten and incredibly nuanced rules of these communities and gain a playbook on how to use these sites as sources for real-time marketing.
  2. Build an Effective Email Newsletter (From Scratch!) with Basic HTML & CSS: Turn Likes into Sales
    Ok, we all know that email is one of the most effective ways to reach your audience (and we’ve been using and abusing that these past few weeks…), so that means knowing how to create campaigns and newsletters that people will open is critical to your marketing. So, we have two options on Tuesday and Friday for you in this Masterclass designed for beginners to learn how to create an e-mail newsletter from scratch.
  3. The Power of Hashtags: Case Studies and Mechanics for Both Users and Brands
    Oh, the hashtag… We love it in all its glory. But do you know how to really use it? In this Masterclass, Tagboard CEO Josh Decker will provide the do’s and don’ts from both the user and brand perspective, including case studies from some of the world’s biggest brands and professional sports teams.
  4. Building Wearables: A Hands-On Intro to Open-Source Interaction Platforms
    Put your phone down, it’s the year the wearable computing. And we’re teaching you how to be ahead of the curve. You’ll have two opportunities on Wednesday and Friday to create a basic wireless soft fashion cuff using an Adafruit Gemma.
  5. Data-Driven Channel, Content, and Campaign Intel, Presented by Unmetric
    Data, data, data. Decisions should be based on data to determine what content works best, and you’ll have two opportunities to learn how to use it. Unmetric is showing you the three C’s of social media intelligence and how social media marketers can use them to gain a competitive advantage on both Wednesday and Thursday.
  6. Your Spine Online, Rejuvenate and Reconnect with Breathe Repeat
    It’s not all work at SMW. Happy workers are more productive workers, and your health plays into that. So, that’s we’re bringing in Breathe Repeat to educate us all about our backbones and how being virtually connected can affect the natural flow of their own circuitry.
  7. Lean Marketing: “Think Like a Brand. Act Like a Startup.”
    Lean marketing is enabling brands, corporations and startups to accelerate speed to market, increase conversion rates, and improve customer engagement. It’s all about your ROI. In this Masterclass, General Assembly will share insights from this approach and how your brand can implement it.
  8. Making Longform Videos That People Will Watch
    Video is still king. But it’s not just shortform. Brands like VICE are seeing great success with more in-depth stories and longform content. In this Masterclass, Motherboard’s team will look at all aspects of video production, including finding story ideas, shooting, and editing.
  9. Winning The Participation Economy: Understanding Global Conversations and Developing a Social Strategy
    2014 brings us two global events that marketers can really capitalize on to create global conversations. How can brands stand out? Marketers of all sizes are welcome as Big Fuel shares the evolution of social media marketing and how it is changing once again in the context of global conversations. At the end of this Masterclass, you’ll have developed a sample social strategy.
  10. Programming For Non-Programmers
    Web development can no longer be relegated to an elite few. If you’re running a tech start-up, it’s essential that you know the fundamentals. Ultimately, knowing how to “talk to the talk” will help you communicate better with developers, and in this Masterclass, we’ll tackle development principles to get you on the right path and the differences between front and back-end development.

Masterclasses are a special offering for our attendees with a Campus or Insider Pass only and are available on a first-come, first-serve basis. So, get your pass here now before sales end on Friday and join us, Nokia, and MKG for what will be our best SMW14 yet.

Intro to Marketing Analytics: 7 SMW Seminars Worth the Trip

Most of us are familiar with famous quote by historic department store owner, John Wanamaker, “I know that half my advertising works; I just don’t know which half.” This need no longer apply, with the analytics available to marketers to measure exactly which of their efforts are increasing engagement and converting into sales. Learn just how to measure your advertising campaigns and what to do with the insight at these events at SMW:

  1. Powering the Consumer Journey with Social Marketing
    It’s no secret: marketers have embraced social media to connect with consumers in new and creative ways. But where’s the ROI? You gotta understand the data. So, Offerpop’s co-founder, Mark Cooper, joins Gabe Alonso, Marketing Communications Manager at Gilt. Together at this event, you’ll understand the consumer’s journey and how to leverage social data better.
  2. Crash Course: Social Strategy, Analytics, and Advertising for Brands
    Everything you need to know from social media advertising and analysis in just a few short hours. This course, led by Trina Albus (Magenta) and Drew Baldwin (from our own Social Media Week LA) breaks down the various platforms, how to manage paid advertising through Facebook, and how to see which of your social channels drive the most traffic to your site.
  3. Social Tech Demo Breakfast: Big Data, Social Analytics, Branded Content, and Paid Platforms
    Watch demos of the different tools available for marketers to track their effectiveness in real time. From trend analysis, social media analytics, to paid social platforms, this breakfast event explores the different options for marketers to engage customers and measure their success.
  4. Masterclass: Data-Driven Channel, Content, and Campaign Intel
    If you want to be the best, you gotta learn from the best. Join the Unmetric team in this masterclass to find out how you rank against others in your industry, learn how to expand your current reach, and better understand how to monitor metrics that matter.
  5. Go Ahead In Digital: Winning with Analytics
    What does social influence really look like in today’s digital world? Look at how the leading brands are using analytics to drive their strategies for the future. Hosted by W20, a panel of experts from Hewlett-Packard, Verizon, Podesta Group will discuss how data can be used to create actionable and achievable marketing goals.
  6. The State of Real-Time vs. Predictive Marketing in 2014
    If you even considering jumping into RTM, then this event is a must. You’ll hear both sides of the debate. With uberVu’s CEO, Mark Pascarella, sharing how to analyze opportunities and what to consider when jumping into RTM in one corner, we have MRY’s Chief Distribution Officer, Jeff Melton, in the other supporting his case with data on how to predict, optimize, prioritize and respond to conversation volume and velocity from all marketing efforts.
  7. What Is Data That You Can Believe In? A Discussion on the Latest Analytics and Audience Modeling Tech
    After being refined during the Obama campaign, learn what data means for the future of television advertisement. Hear from Mark Skidmore (Bully Pulpit Interactive) and Chauncey Mclean (Analytics Media Group) about the relationship between TV and digital and the impact of smart television on the future of advertising.

Register for your all-access pass to Social Media Week for more insightful events like these!

Student, non-profit employee or small business? Apply here a chance to win a scholarship to Social Media Week, sponsored by Nokia! Please note, that we have a limited number of Scholarships and cannot guarantee that your application will be accepted.

Featured images courtesy of bluefountainmedia.

Get Competitive: Unmetric at SMW14

We love working with emerging brands, especially ones that are filling a great need for others. So, when we heard about Unmetric, we were intrigued. Then, when we saw their product, it was love. Not only do they show off some pretty things, they also really understand how knowing how you compare to your competitors can make you better — like that saying, iron sharpens iron, right? So, we want to ensure you get a chance to know why we’re big fans.

You can join them at Campus February 20th. And in the meantime, we sat down with Lux Narayan, CEO and Co-founder of Unmetric. Hear what he has to say:

  1. The analytics space is a bit crowded; how did your team see the need for Unmetric and how did it evolve?
    At first glance, the ecosystem is unexplainably crowded. But dive deeper and there are some interesting patterns. Brand marketing teams have always employed three distinct tool-kits to plan and execute campaigns:

    The first of these is one that conveys the pulse of the consumer — while it was syndicated awareness studies in a mass media world, this took on the form of ‘listening’ or ‘online reputation management’ on social media. Radian 6 probably best symbolizes this sub-space, and this is also where you’ll find most social analytics companies operating, even today.

    The second sub-space is that of ‘execution’ — of actually having conversations at scale. In the mass media world, this was analogous to media planning and buying platforms that facilitated the execution of marketing campaigns (that were, in effect, monologues from brand to consumer). Social, with its demands for conversation has scale, has paved the way for companies focused on this — like Buddy Media, Vitrue, Sprinklr and Spredfast. There are also companies in the influencer marketing space that operate in the intersection of the listening and engagement sub-spaces.

    There is a third sub-space, one that captures competitive activity. In the world of mass media, this took the form of Share of Voice/Spend/Activity analyses that captured the many monologues brands were having with their consumers. Unmetric is capturing this in a world of dialogue – and we see ourselves different in this focus.

    This was, in fact, the genesis of the idea behind Unmetric, as I had spent many years in mass media planning and buying and saw the opportunity gap described above. For various reasons, we first launched a competitive intel product for small businesses, and it took us a hard but educative year to learn that the problem we were solving for (and the product) was too sophisticated and expensive for a small business’ needs. Around the same time, we saw a lot of interest from large brands and that’s when we decided to, about 3 years ago, pivot to focus on larger brands and their social media presence points.

  2. For a brand that thinks they’re doing well in social media, why would Unmetric take them to the next level?

    For starters, how does a brand determine “well”, “well enough” or “awesome”? That’s a bedrock of what we provide – context to performance parameters. The context comes from a sector of peer brands or a user definable cluster of brands (like, say, luxury automobiles) against which a brand can truly measure if they are indeed doing “well”. Many category leading brands (think Red Bull, Nike, etc), in fact, realize that while they don’t directly compete for dollars with brands outside their sector, they do compete on another currency — attention! As a consequence, we have customers who often choose to set their ‘par for
    the course’ based on affinity matched brands outside their sector.

    On “taking it to the next level” — we help brands take themselves to the next level by arming them with knowledge and actionable insights based on channel benchmarking information, campaign intelligence on what’s working and what’s not, and content intelligence on the successes and misfires of other ‘brand publishers.’

  3. In just 2 years, you’ve worked with some major players, like Toyota, Subway, Lowe’s, MRY, and more. Your team obviously knows how to connect. What advice would you give to starting entrepreneurs for getting their foot in the door?

    Thank you. Yes, we’ve been fortunate to have signed up some amazing names fairly quickly, and I think the reasons for that are three-fold:

    a) An amazing and clearly differentiated product
    I know I’m biased, but our product is truly amazing in what it does, its focus on what it does (well), and in resisting the temptation to do everything. And our customers know and respect that — especially in a landscape that has one too many ‘similar’ solutions. We did not launch Unmetric till we had many things right — it was in ‘internal beta’ for almost 6 months before even exposing it to our first customer.

    b) A ‘different’ sales and business development team
    Our sales team gets it. And they’re no strangers to selling products that are new and require a fair amount of concept evangelism early on in their life-cycle. Right from our head of client development to the team he built thereafter, everyone has sold ‘new concepts’ and brings a sense of unbridled optimism — something that is key when you are selling something for which budget outlays are often not there yet.

    c) Investing in understanding and leveraging the marketing opportunity
    While there’s so much happening out there, we choose to focus on a few opportunities and do them well to embed ourselves into the social marketer ecosystem. Its a case of putting your eggs in fewer baskets. For example, we pick a few great events (like SMW) and do our best with them. It’s the same with our content marketing efforts where we create good, in-depth reports and visual narrative that helps us get the attention of forward thinking marketers and brands.

  4. Your team does a great job of using infographics and presentations to highlight data around special events, like Cyber Monday. Can you share more on your content marketing strategy?

    Thank you. We’re glad you noticed, and that you like them. There are so many interesting things happening around us that provide narrative opportunity. Companies like Mint.com first focused my attention to this, as they (and many others) were experts at visual narrative and leveraging happenings. I realized we’d need a different thinking team for this. So, I spent a lot of time and effort in building out our content marketing team and partners, like an amazing PR agency, and visual designers across the world. We also embraced the distributed nature of talent, so it is quite common to have a story ‘touched’ by people from four cities across three countries. And at this time, the content marketing time has a creative process of sorts that allow them to distill opportunities. In fact, the Unmetric application is part of the process with its ability to identify and highlight outliers and interesting news.

  5. What can our attendees expect to see from Unmetric this February?
    We’re still piecing things together for a great event. We’re working towards an entertaining session with comedian and writer Baratunde Thurston, a fun workshop that’s not a monologue from a vendor, and possibly a HUGE product announcement. The announcement was slotted for March but we’re working around the clock to try and accelerate for February.

    Most importantly, attendees can see many of the Unmetric team – good people to hangout with or grab a coffee or a drink with. But then, I am biased here.

  6. What one piece of advice would you have for brands coming into their own to stand out?
    Bruce Lee said it best when he advised one to be “like water – shapeless, formless…becoming the vessel it is poured in.”

    Sometimes, brands, in their anxiety to be salient in a new conversation economy, focus too much on the medium (Facebook, twitter, etc) and forget to be themselves to start with. As a result, there are ample examples of brands whose social media personas are very dichotomous from their real world personas – and that’s not sustainable in the long run. Everyone’s trying to figure this new world for brands so it is a learning process of sorts. Of course, one piece of advice is to use Unmetric – and greatly short circuit that learning process (sorry, couldn’t resist that product plug).